Online Reputation Management and Repair Guide, Recover Reputation/Steven W. Giovinco

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This presentation covers online reputation management and repair, and goes over what is online reputation management, how a reputation can be damaged, and how to repair and manage it.

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Online Reputation Management and Repair Guide, Recover Reputation/Steven W. Giovinco

  1. 1. The Online ReputationManagement and Repair Guide Recover Reputation Steven W. Giovinco
  2. 2. Online Reputation Management Topics Covered – What is Online Reputation Management?
  3. 3. Online Reputation Management Topics Covered – What is Online Reputation Management? – How Your Online Reputation Can be Damaged
  4. 4. Online Reputation Management Topics Covered – What is Online Reputation Management? – How Your Online Reputation Can be Damaged – What Happens When Your Reputation is Ruined
  5. 5. Online Reputation Management Topics Covered – What is Online Reputation Management? – How Your Online Reputation Can be Damaged – What Happens When Your Reputation is Ruined – How To Repair Your Online Reputation
  6. 6. What is Online Reputation Management? Pre-internet – Brands, people and companies could control what was said about them.
  7. 7. What is Online Reputation Management? Now – The Internet is the new first impression. – Clients “Google” you when speaking on the phone. – Anyone can say anything, and it shows up online. – People don’t ask for references anymore, they search Google.
  8. 8. What is Online Reputation Management? Times have changed. Image courtesy by Mike Licht, from Flickr Images courtesy by PhotKing ♛
  9. 9. What is Online Reputation Management?• Top search engines…Image courtesy by Danard Vincente
  10. 10. What is Online Reputation Management?Now determine your online reputation.
  11. 11. What is Online Reputation Management? 84% say online reviews influence purchasing," Opinion Research Corporation (Opinion Research Corporation) 77% of executive recruiters use search engines to research applicants. 35% have eliminated candidates based on the information they found. (ExecuNet) 83% of companies will face a crisis that negatively impacts their share price between 20 and 30%, during the next five years. (Oxford-Metrica)
  12. 12. What is Online Reputation Management? One negative post can ruin your business.
  13. 13. What is Online Reputation Management? So what is Online Reputation Management?
  14. 14. What is Online Reputation Management? Anythingabout you or your business online What people say about you What other sites say about you How you respond
  15. 15. What is Online Reputation Management? What Makes up Your Online Reputation – Your web site – Your personal or business blogs – Comments about you from sites or blogs – Comments you write – Social media chatter
  16. 16. Online Reputation Management How Your Online Reputation Can be Damaged
  17. 17. How Your Online Reputation Can beDamaged Negative, misleading, inaccurate and damaging content Image courtesy by DeclanTM
  18. 18. How Your Online Reputation Can beDamaged Rumors, lies, or other hurtful material shows up in your search results Image courtesy by chellseeyy
  19. 19. Online Reputation Management How Your Online Reputation Can be Damaged – Competitors or disgruntled ex-employees destroy your reputation
  20. 20. How Your Online Reputation Can beDamaged Harmfulreviews or anonymous posts from troublesome sites Image courtesy by Dirk Vorderstraße
  21. 21. How Your Online Reputation Can beDamaged Review sites – Yelp reviews – Yahoo reviews – Google+ reviews
  22. 22. How Your Online Reputation Can beDamaged Complaint sites – Scam.com – Ripoff Report.com – Complains Board.com – Pissed Consumer.com
  23. 23. How Your Online Reputation Can beDamaged Industry Specific Sites – Lawyers.com (Law) – Avvo.com (Medical) – Others
  24. 24. What Happens When Your Reputationis RuinedA negative reputation can last forever Image courtesy by hal
  25. 25. What Happens When Your Reputationis Ruined Before
  26. 26. What Happens When Your Reputationis Ruined After
  27. 27. What Happens When Your Reputationis Ruined Ifa negative item shows up on the first page of Google – Clients stop calling – Prospects or leads decrease – Sales decline – Company folds
  28. 28. How NOT To Repair Your Online Reputation DON’T write your own reviews, even under a different name
  29. 29. How NOT To Repair Your Online Reputation DON’T write your own reviews, even under a different name. DON’T engage in a flame war or respond to a blog comment, especially using harsh or unprofessional language
  30. 30. How NOT To Repair Your Online Reputation DON’T write your own reviews, even under a different name. DON’T engage in a flame war or respond to a blog comment, especially using harsh or unprofessional language. DON’T defame or write critical posts about them
  31. 31. How NOT To Repair Your Online Reputation DON’T write your own reviews, even under a different name. DON’T engage in a flame war or respond to a blog comment, especially using harsh or unprofessional language. DON’T defame or write critical posts about them. DON’T ask an intern, your nephew or friends to help with social media responses unless they are professionals or are very experienced
  32. 32. How NOT To Repair Your Online Reputation DON’T write your own reviews, even under a different name DON’T engage in a flame war or respond to a blog comment, especially using harsh or unprofessional language DON’T defame or write critical posts about them DON’T ask an intern, your nephew or friends to help with social media responses unless they are professionals or are very experienced DON’T use shortcuts such as “link farms”
  33. 33. How NOT To Repair Your Online Reputation What if something negative shows up? – Remain calm – You might feel violated, angry – Review the issue – Create strategy on how to move forward – Repair your online reputation
  34. 34. Online Reputation Management How to Repair Your Online Reputation – Search Engine Optimization – Social Media – Content Creation
  35. 35. How to Repair Your Online Reputation
  36. 36. How to Repair Your Online Reputation Goals – Try to Remove Negative Reports – Push negative link off first page of Google – Add good information about you
  37. 37. How to Repair Your Online Reputation Try to Remove Negative Reports – Once something is online, it is extremely difficult or almost impossible to delete – You might be lucky and get it removed – Note that many sites often ignore removal requests, such as RipoffReport.com-even though the posts can seem libelous
  38. 38. How to Repair Your Online Reputation Search Engine Optimization Image courtesy of SEOPlanter
  39. 39. How to Repair Your Online Reputation Why do we care about SEO? – Optimize your web sites to get found by Google – Generates more traffic – Helps in focusing on good content
  40. 40. How to Repair Your Online Reputation Finding good search terms is crucial – Determine how people search for you – Must be attainable – Based on research – Be specific  “litigation lawyer NYC” is better than “lawyer”  “contemporary fine art consultant” is better than ”art dealer”  “Chicago financial advisor” is better than “financial advisor”
  41. 41. How to Repair Your Online Reputation How to Use Key Search Terms – Integrate into web page text – Add “behind the scenes” in code on site – Add to other sites such as blogs and Twitter bios, etc.
  42. 42. How to Repair Your Online Reputation Generating good organic site traffic is important
  43. 43. How to Repair Your Online Reputation Social Media – Which to pick? Image courtesy of ickrate
  44. 44. How to Repair Your Online Reputation Social Media – Know your audience – Pick just a few – Remember: goal is to generate good information Image courtesy of mkhmarketing
  45. 45. How to Repair Your Online Reputation Social Media – Twitter  Getkey Followers  Tweet good content several times daily Image courtesy of mkhmarketing
  46. 46. How to Repair Your Online Reputation Social Media – LinkedIn  Joinseveral good Groups  Add comments and connections daily
  47. 47. How to Repair Your Online Reputation Social Media – Facebook  Add images, videos  Post several comments daily Image courtesy of Robert S. Donovan
  48. 48. How to Repair Your Online Reputation Social Media – Pinterest  Post images daily in Boards  Follow others Image courtesy of Highways Agency
  49. 49. How to Repair Your Online Reputation Social Media – Google+  JoinCircles  Post frequently
  50. 50. How to Repair Your Online Reputation Find industry-specific sites – Join discussions – Be active – Add content, images
  51. 51. How to Repair Your Online Reputation Content creation Image courtesy of William Brawley
  52. 52. How to Repair Your Online Reputation Content creation – The best way to fix your online reputation is to write good information – Post frequently – Flood the internet with quality content will eventually push the negative element off the first page – Videos, photos more important
  53. 53. How to Repair Your Online Reputation Content Creation – Business Web Sites Image courtesy of Tulane Public Relations
  54. 54. How to Repair Your Online Reputation Content Creation – Business Blogs Image courtesy of Search Engine People Blog
  55. 55. How to Repair Your Online Reputation Content Creation – Personal Web Sites Image courtesy of Robert Bejil
  56. 56. How to Repair Your Online Reputation Content Creation – Personal Blogs Image courtesy of Hey Paul Studios
  57. 57. How to Repair Your Online Reputation Content Creation – YouTube Videos – Articles – Presentations – White papers – News Releases Image courtesy of Maria Reyes-McDavis
  58. 58. How to Repair Your Online Reputation How long will it take? – It depends on how bad the negative item is – How popular it is or how many hits it gets – Your existing online presence and the effort you put into fixing your online – Average project takes six months
  59. 59. How to Repair Your Online Reputation Conclusion – Remain Calm – Don’t take it personally – Learn, and move on – Continue to add good content
  60. 60. About Recover Reputation Boutique online reputation firm, focused on professionals 20+ years IT, writing experience Personal, hands-on approach Steven W. Giovinco Owner Recover Reputation
  61. 61. Recover Reputation Questions for Steven W. Giovinco? Connect! Call 347-421-7598 Email steve@recoverreputation.com

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